Since the 1980s, Genuine Health has lead much of the innovation in the plant-based health food industry. They have developed dozens of products that are scientifically proven to help their customers treat ailments, enhance their performance, and ultimately live healthier lives.

Since the 1980s, Genuine Health has lead much of the innovation in the plant-based health food industry.

The Situation

Genuine Health can almost be called the originator of the plant-based protein space. Since the 1980s, they have created innovative products that are scientifically proven to help their customers treat ailments, enhance their performance, and ultimately live healthier lives.

While they remained leaders with their products, their website homepage was falling behind customer expectations. Genuine Health needed help revamping their homepage to tell the story of their broad product lineup, deep roots in the plant-based industry, as well as a fresh way to educate new consumers on the benefits of their products.

The Solution

Traditionally, Genuine Health’s customers represent a hardcore subset of the health and wellness industry. Too often, however, their customers have felt alienated and disconnected from the company due to the extremely clinical nature of their digital presence. We sought to bridge that gap by bringing the user’s needs front and center in their revamped homepage.

We did this by designing a beautiful solution that utilized a clear hierarchy supporting the needs of both existing and new customers - while introducing familiar interactions their users are experiencing in other everyday digital products.

This was done by giving a nod to the lifestyle, mentality and ambitions of our core users as we take them on a journey through our homepage.

We used heat mapping tools, search analytics, and behavior flows to understand exactly what products/pages users were looking for and we brought them to the forefront. We added multiple callouts to what was once just “live chat” to guide users and help them understand that they could speak directly to a nutritionist on the site. And we made the entire experience relatable by incorporating images of their well-known founder, Instagram photos and Genuine User testimonials

Everything from the little hover animations to the speak with a nutritionist live chat were created to give our users a warm “Welcome home, we’ve been expecting you,” while offering multiple ways to interact and be educated along the way.

The Outcome

User-centred design is just a concept without the proof and unlike pudding, our proof is not in the eating, rather it’s in the analytics.

After the launch, we noted a significant rise in sessions, page views, and both unique and return users. All while noting a decrease in pages viewed per session, time on site, as well as bounce rate. Which speaks to the effectiveness of the new homepage in directing users to the content they are looking for.

Similarly, sessions with search and total unique searches are down by 45% each compared to the period prior to launch.